The National Highway Transportation Safety Administration (NHTSA) is using virtual reality to reach consumers with its latest campaign, “Last Call,” to warn against the perils of drunk driving during the holidays.
“Last Call,” hosted by YouTuber MatPat from “The Game Theorists,” simulates a night on the town, with MatPat prompting you to drink every step of the way. The game starts off with the option to go to a cocktail lounge or a sports bar, and then your journey begins.
On the screen is a “drink meter” that measures your alcohol intake in the game, causing your “vision” to blur after one drink.
At the end of the night, if you opt to drive home instead of calling a car, you will get “pulled over” and face legal consequences corresponding to the state in which you’re playing the game (determined by your IP address).
"Virtual reality is the perfect environment to get this message across to an audience we know engages with the technology," Dooley Tombras of The Tombras Group told Adweek. "We wanted to engage players and keep the experience relevant, while still getting a vital message across at holiday time."
The campaign is targeted toward millennial males, who represent the highest risk category for drinking and driving, according to Adweek.